Quick look:
- After starting in Sabah and then passing into Brunei, the Proton 10,000 sMILEs expedition has completed its fourth stage at Kuching, Sarawak.
- The expedition is a real-world test for the vehicles in the varied conditions in East Malaysia.
Proton’s 10,000 sMILEs Expedition in East Malaysia and Brunei, running in conjunction with Visit Malaysia 2026, is now in its fourth stage with the multi-model fleet having travelled from Miri to Kuching in Sarawak.
The Sarawak leg commenced with an official flag-off ceremony at the Proton JL Motors Piasau 3S centre in Miri. From the starting point, the convoy proceeded southward onto the Pan Borneo Highway, utilizing the extended tarmac stretches to evaluate long-distance cruising dynamics.
Assessing vehicle performance
The highway segments allowed the drivers to assess the performance of the vehicles – Saga, X50, and S70 – under sustained high speed over the variable surfaces encountered daily by motorists in the state. Also assessed were the NVH (noise, vibration and harshness) measures to see if improvements are needed for East Malaysian conditions.
Transitioning away from the highway, the fleet moved into intercity and secondary rural corridors toward Bintulu. In this sector, the convoy merged with local urban traffic to test stop-and-go efficiency and handling. During stopovers, including a visit to the Taman Tumbina conservation site, real-time navigation updates were assessed, while a localized navigation challenge highlighted the utility of onboard connectivity systems in regional exploration.
The route then passed through more demanding interior terrain as the vehicles progressed toward Pakan. The convoy travelled over unpaved and uneven rural roads to reach Rumah Panjang Gani, an Iban longhouse community. This sector shifted focus toward ride comfort and suspension performance.
The final phase of the expedition took the convoy across the Batang Lupar Bridge, a critical regional infrastructure landmark that connects formerly isolated coastal sectors. After completing the final riverine transit, the fleet concluded its cross-state journey at the landmark Cat Statue in Kuching.
Strengthening connections
“The Sarawak leg of the 10,000 sMILEs Expedition is about more than covering distance. It is about understanding our customers, experiencing the roads they travel every day and demonstrating how our vehicles perform in real-world conditions,” said Dato’ Ir. Abdul Rashid Musa, Deputy Chief Executive Officer of PROTON.
“At the same time, it allows us to celebrate the culture, hospitality and communities that make Sarawak unique. These experiences help us strengthen our connection with customers while continuing to improve the products and services we offer,” he added.
Importance of East Malaysian market
Beyond vehicle testing, the expedition emphasizes the value of the East Malaysian market to Proton. The region represents an essential and growing volume driver: 12,916 units have been sold in the first 5 months of 2026 in Sabah, Sarawak, and also in Brunei. This accounts for a 19% market share, positioning Proton as one of the leading automotive brands in the region.
Because of the difference in road and terrain conditions of East Malaysia, Proton is now giving special attention to any changes needed to the vehicles to make them more suitable for that market. Consumer demand trends indicate a strong preference for the Saga and X50, showing that buyers favour practical, durable, and value-driven vehicles capable of handling the specific road conditions.
To sustain and grow the market footprint, Proton has built up a specialized sales and service network throughout the two states and Brunei. Ensuring easy access to after-sales support remains central to retaining consumer trust and managing the vehicle ownership life cycle in the distant markets.
